He might have lost out on the Nobel Peace Prize last year, but Bono's already laying the groundwork for another run at the hardware.

The U2 frontman, Time co-Person of the Year and all-around good guy turned up Thursday at the World Economic Forum in Davos, Switzerland, to unveil a partnership with several big companies that will sell a brand called Red. The label will adorn Armani and Gap clothes, Converse sneakers and even an American Express card, with one percent of the profits earmarked for the Global Fund to Fight AIDS, Tuberculosis and Malaria.

Flanked by Italian fashion designer Giorgio Armani and various suits from the other companies, Bono hailed the private sector for their support and raising awareness at a critical time when governments have been slow to tackle the problem.

"This is really sexy to me. It is sexy to want to change the world," the 45-year-old Irish rocker told reporters.

Source: Yahoo

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